How to avoid competing on price

Professor Malcolm McDonald from Cranfield University delivered an animated and engaging talk on basic tools and techniques for world class marketing.

He described how he helped organisations from FTSE100 companies to home-based operations turn around their profit margins by tailoring their products to a properly segmented marketplace as well as providing key tips on an effective marketing strategy.

Download the audio clip (mp3 format, 4.58mb)
Download the presentation (MS Powerpoint, 832kb)
View Malcolm's biography